Against-Agenda: Social Movements, New Media and Social Change

This paper analyses how the different forms of media communication used by the Mapuche in-digenous social movement, especially from the mid-1990s to date, have considered different strategies. (1) Background: Here we will review, first, the strategy of intervention in the agenda of the hegemonic media in Chile; and second, the plan of creating its own media to form an alter-native media agenda. (2) Methods: The study considered three methodological strategies: Anal-ysis of a total of 1033 news, 21 individual and group interviews, and review and documentary analysis. (3) Results: The study raises how the movement manages to configure an against-agenda, understood as an agenda built within the framework of a dispute for control of the semiotic-communicational code of society, its relationships, and its eventual transformations. (4) Conclusions: As we will see here, the against-agenda is only possible in conditions of so-cio-political crisis, with semantic consequences in social language and with a tendency to regress to the status quo.briefly describe the main methods or treatments applied.